Research On Consumer Trust Decline Mechanism In The Context Of Mobile Commerce

With the development of mobile commerce,mobile has become an indispensable part of our lives,and mobility has become the most essential feature of modern life.Consumers can open a mobile phone or any mobile platform terminal to connect to the network anytime,anywhere to browse massive amounts of information,make purchases,pay,etc.This lifestyle is no longer a problem for consumers to bring great convenience.However,the problem of trust in mobile commerce has always been a concern of consumers.The advancement of mobile commerce technology not only brings convenience,but also the security issue has always worried consumers.Mobile commerce is full of false information,mixed goods and imperfect legal systems.These problems have greatly affected the enthusiasm of consumers,resulting in the decline of consumer trust in mobile commerce,which has seriously hindered the development of mobile commerce.This paper studies the decline of consumer trust in the mobile commerce environment,and divides the research context:"no action",service errors and"excessive behavior".Based on the theory of consumer behavior,consumer forgetting causes the decline of trust in the "inaction" situation.Disappointment and anger cause the decline of trust in the context of service failure.Aversion and anger cause the decline of trust in the context of "excessive behavior".Establish a trust decline model.The situational simulation method and the questionnaire method used to conduct empirical research,structural equation modeling and other methods for hypothesis testing.The empirical results show that:(1)Decline of trust caused by "inaction" and the loss of trust by consumers(no trust&no distrust)have a significant positive impact.The more consumers forget,the less trust they have and the less trust they have.(2)Decline of trust caused by faulty service failures,disappointment and anger have an impact on decline of trust,disappointment is greater than the impact of anger;(3)Decline in trust caused by responsible service failure,disappointment and anger against trust The decline has an impact,the anger is greater than the disappointment;(4)Decline in trust caused by "excessive behavior",and the disgust and anger have an impact on the decline of trust,which is the anger dislike that has been verified.